Gen C are multi-dimensional creatures, the worst thing for them is to be seen as one dimensional. I recently did some research with some Gen C’ers and one of the biggest learnings was their CHAMELEON like behaviour. They truly have splintered personas, changing the way they act during the week/weekend based on who they are interacting with. As one guy put it:
“I’d hate to be seen as one dimensional”
Now more than ever we are seeing youth belong to many different subcultures and are fluid as they move in and out of those social groups. I can be a surfie one day, electro kid the next. Their sense of belonging is no longer defined by one or two social groups, it’s now influenced by many and it’s ok to dip in and out of them during the week. The implication for youth marketers is to ensure the experiences, utility you create has multiple dimensions and to avoid the risk of your brand becoming too one dimensional. It’s always critical to be single minded in your message of course, but if you’re going to try and own gaming or extreme sports for example, make sure you cover off different genres so you stay fresh and interesting for Gen C.